Player Journey

ABSTRACT

Disclosed herein are methods and apparatus related to enhancing player experiences at gaming locations via player journey actions. A server computing device can receive one or more gaming location events related to one or more electronic gaming machines. Each of the electronic gaming machine(s) can be configured to play one or more wager games. At least one of the gaming location events can be associated with a particular wager game. The server computing device can determine one or more player journey actions based on the gaming location events, where the one or more player journey actions instruct at least one electronic gaming machine to perform one or more actions related to the gaming location events. The server computing device can send the gaming location events.

CROSS-REFERENCE TO RELATED APPLICATIONS

This patent application claims priority to U.S. Provisional PatentApplication No. 62/399,789, entitled “Player Journey”, filed on Sep. 26,2016, the contents of which are entirely incorporated herein byreference for all purposes.

BACKGROUND

This disclosure relates to gaming machines for playing games such aswager games.

Wager games can be played on a variety of electromechanical andelectronic devices. An electro-mechanical slot machine may include oneor more reels, each of which includes multiple symbols distributedaround the circumference of the reel. When a player places a wager(e.g., by placing a coin in the machine), the player is allowed to spinthe reels. Each reel then comes to rest, typically with either one ofthe symbols, or a space in between symbols, in alignment with a payline. A predefined winning symbol or a predefined winning combination ofsymbols that are aligned with the pay line can result in the playerwinning the game and receiving a payout. In one example, the machine mayinclude three reels, and the pay line may be a horizontal line disposedacross a center of each of the three reels.

In another example of a wager game, an electro-mechanical slot machinemay present symbols in a matrix arrangement, with each symbol changingduring a spin of the game. For example, the machine may have fivecolumns and three rows of symbols, for a total of fifteen symbols. Suchmachines often have multiple pay lines, each being defined by acollection of positions within the matrix. For example, the machine mayhave three pay lines, each corresponding to one row of the matrix.

Other gaming machines are possible as well. An electronic gaming machinecan be located in a gaming location, such as a casino. The electronicgaming machine can include a graphical user interface (GUI) thatemulates an electro-mechanical slot machine. With an electronic gamingmachine, the GUI may include a display that displays an image of one ormore reels or a matrix as described above, together with animationeffects to simulate a spin of the one or more reels, or a spin of thecolumns or rows of the matrix. A computer software program, which mayreside in the electronic gaming machine, may randomly select one or moresymbols in response to a spin, and may display the selected one or moresymbols on the display.

OVERVIEW

Example embodiments are described herein. In a first respect, an exampleembodiment takes the form of a method, comprising: receiving, at aserver computing device, one or more gaming location events, where theone or more gaming location events are related to one or more electronicgaming machines, where each of the one or more electronic gamingmachines is configured to play one or more wager games, and where atleast one gaming location event of the one or more gaming locationevents is associated with a particular wager game of the one or morewager games; determining one or more player journey actions based on theone or more gaming location events using the server computing device,where the one or more player journey actions instruct at least one ofthe one or more electronic gaming machines to perform one or moreactions related to the one or more gaming location events; and sendingthe one or more player journey actions using the server computingdevice.

In a second respect, an example embodiment takes the form of a servercomputing device, comprising: a processor; and a data storage deviceconfigured to store at least computer-readable program instructionsthat, when executed by the processor, cause the server computing deviceto perform functions. The functions include: receiving one or moregaming location events, where the one or more gaming location events arerelated to one or more electronic gaming machines, where each of the oneor more electronic gaming machines is configured to play one or morewager games, and where at least one gaming location event of the one ormore gaming location events is associated with a particular wager gameof the one or more wager games; determining one or more player journeyactions based on the one or more gaming location events, where the oneor more player journey actions instruct at least one of the one or moreelectronic gaming machines to perform one or more actions related to theone or more gaming location events; and sending the one or more playerjourney actions.

In a third respect, an example embodiment takes the form of acomputer-readable medium configured to store instructions that, whenexecuted by a processor of a server computing device, cause the servercomputing device to carry out to perform functions. The functionsinclude: receiving one or more gaming location events, where the one ormore gaming location events are related to one or more electronic gamingmachines, where each of the one or more electronic gaming machines isconfigured to play one or more wager games, and where at least onegaming location event of the one or more gaming location events isassociated with a particular wager game of the one or more wager games;determining one or more player journey actions based on the one or moregaming location events, where the one or more player journey actionsinstruct at least one of the one or more electronic gaming machines toperform one or more actions related to the one or more gaming locationevents; and sending the one or more player journey actions.

In a fourth respect, an example embodiment takes the form of a servercomputing device, including: means for receiving one or more gaminglocation events, where the one or more gaming location events arerelated to one or more electronic gaming machines, where each of the oneor more electronic gaming machines is configured to play one or morewager games, and where at least one gaming location event of the one ormore gaming location events is associated with a particular wager gameof the one or more wager games; means for determining one or more playerjourney actions based on the one or more gaming location events, wherethe one or more player journey actions instruct at least one of the oneor more electronic gaming machines to perform one or more actionsrelated to the one or more gaming location events; and means for sendingthe one or more player journey actions.

In a fifth respect, an example embodiment takes the form of a method,comprising: sending, from an electronic gaming machine, one or moregaming location events, where the electronic gaming machine isconfigured to play one or more wager games, and where at least onegaming location event of the one or more gaming location events isassociated with a particular wager game of the one or more wager games;after sending the one or more gaming location events, receiving one ormore player journey actions at the electronic gaming machine, where theone or more player journey actions instruct the electronic gamingmachine to perform one or more actions that relate to the one or moregaming location events; and performing the one or more actions using theelectronic gaming machine.

In a sixth respect, an example embodiment takes the form of anelectronic gaming machine, including: a processor; and a data storagedevice configured to store at least computer-readable programinstructions that, when executed by the processor, cause the electronicgaming machine to carry out functions. The functions include: sendingone or more gaming location events, where the electronic gaming machineis configured to play one or more wager games, and where at least onegaming location event of the one or more gaming location events isassociated with a particular wager game of the one or more wager games;after sending the one or more gaming location events, receiving one ormore player journey actions, where the one or more player journeyactions instruct the electronic gaming machine to perform one or moreactions that relate to the one or more gaming location events; andperforming the one or more actions.

In a seventh respect, an example embodiment takes the form of acomputer-readable medium configured to store instructions that, whenexecuted by a processor of an electronic gaming machine, cause theelectronic gaming machine to carry out functions. The functions include:sending one or more gaming location events, where the electronic gamingmachine is configured to play one or more wager games, and where atleast one gaming location event of the one or more gaming locationevents is associated with a particular wager game of the one or morewager games; after sending the one or more gaming location events,receiving one or more player journey actions, where the one or moreplayer journey actions instruct the electronic gaming machine to performone or more actions that relate to the one or more gaming locationevents; and performing the one or more actions.

In an eighth respect, an example embodiment takes the form of anelectronic gaming machine, including: means for sending one or moregaming location events, where the electronic gaming machine isconfigured to play one or more wager games, and where at least onegaming location event of the one or more gaming location events isassociated with a particular wager game of the one or more wager games;means for, after sending the one or more gaming location events,receiving one or more player journey actions, where the one or moreplayer journey actions instruct the electronic gaming machine to performone or more actions that relate to the one or more gaming locationevents; and means for performing the one or more actions.

These as well as other aspects and advantages will become apparent tothose of ordinary skill in the art by reading the following detaileddescription, with reference where appropriate to the accompanyingdrawings. Further, it should be understood that the embodimentsdescribed in this overview and elsewhere are intended to be examplesonly and do not necessarily limit the scope of the disclosure.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a schematic representation of a system involving a data centerand a gaming location in accordance with an example embodiment;

FIG. 2 is a block diagram of a computing device in accordance with anexample embodiment;

FIG. 3 is a flow chart of functions to carry out a method, in accordancewith an example embodiment; and

FIG. 4 is a flow chart of functions to carry out a method, in accordancewith an example embodiment.

DETAILED DESCRIPTION I. Introduction

This application relates to player journey actions (PJAs) that enhancegame player experience while using electronic game machines (EGMs) thatare connected to a server, where the server can be part of a gamingplatform. The server and an electronic game machine can communicate inreal-time to enhance the experience of an electronic game machineplayer. The electronic game machine can send the server real-timeinformation, such as gaming location events (GLEs), that can relate to agame that the player is playing on the electronic game machine. Thegaming location events can include the player's wagers, wins/losses,reel positions and their respective symbols, gaming options selected bythe player, and other player behaviors and game events. The serveranalyses the gaming location events and, when certain trigger conditionsare met, sends player journey actions in real time to the electronicgame machine. Example trigger conditions can include a low balancethreshold, the player experiencing a winning streak, and the playerexperiencing a losing streak. The player journey actions can be treatedas instructions by an electronic game machine. The instructions providedby the player journey actions can cause the electronic game machine todisplay informational notifications, show promotional materials, provideincentives, bonuses, rewards, and other items of value that can be usedby the player, and perform other actions.

The player journey actions can be tied to the trigger conditions so asto encourage desired player behavior. As one example, a low balancethreshold could result in an incentive to add more credits. A player'slosing streak could result in a message to provide encouragement to theplayer, such as: “This may not be your lucky day. Maybe a free spin willchange your luck.”

Player journey actions can be tied to a player-created tracking accountmanaged by the server and/or the gaming platform. The tracking accountcan track the player's experience across different games and differentelectronic game machines as well as different venues. The gamingplatform can provide casino managers a tool box of powerful acquisition,retention and marketing tools that utilize the tracking accounts so thattheir players have an enjoyable gaming experience. Also, the gamingplatform and tracking accounts can maximize casino revenue by unlockingthe full potential of existing player worth, attracting new players intothe casino, and retain existing players, and/or for other reasons.

Example embodiments can provide real-time player behavior analytics andgamification. The real-time player behavior analytics can involvemonitoring and managing specific game events and outcomes in real timeand can beneficially ensure that players have the premium experiencethey expect. Such analytics can also help businesses understand playerbehavior patterns and assist in future enhancements to the playerexperience. Gamification is defined as the application of game-likecharacteristics to everyday activities to make them more interesting.Gamification can improve player engagement, increase game enjoyment, andincrease loyalty. Gamification can further play a key role in marketingand player retention.

The server can include an event processing engine (EPE) that computesand evaluates algorithms (e.g., casino-specific algorithms) related togaming location events (GLEs) to produce player journey actions based onreal-time analytics. In some embodiments, gaming location events caninclude events related to one or more specific electronic game machines,games, players, dates/times, and/or locations. The EPE can generateplayer journey actions as responses to these events. In someembodiments, the generated player journey actions can be, but are notlimited to: instructions providing bonuses, free games, and/or cash toplayers; instructions to provided custom messaging directed to aspecific player, electronic game machine, or gaming location;instructions to display imagery and/or play audio related to a “topscreen”, “custom lobby”, and/or promotional materials for a specificplayer, electronic game machine, or gaming location; and instructionsrelated to recommendations and/or achievements related to a specificgame, player, electronic game machine, and/or gaming location.

In an example embodiment, the EPE incorporates the Nesper query languageor any alternative query language for temporal event processing. Theevent processing can involve filtering events by conditions, joiningevent streams, and detecting and responding to various event patternsand sequences across streams. The EPE platform can be configured toaccept events from multiple systems and applications, referred to as“producers.” A producer can be an EGM, a gaming server, or an externalthird party system that generates and relays events. An event stream canbe a sequence of data packets that have been generated by a producer.Each data packet may contain specific information relating to theproducer and the corresponding event. Examples of event streams includewithout limitation: player registration; player login; player logout;player cash in; player wager; in-game achievement; and player cash out(player ticket out).

A message broker (notification services) can accept messages fromproducers and offer the messages to consumers in a reliable manner. Inthe case of the EPE platform, the producers can be any system that iscapable of creating a message in the notification services messagechannel. The consumer that messages would be brokered to for the EPEplatform is the event collector. The event collector can enrich messagesfrom the notification services and can decide which event stream theevent should be written to using specific ID matching.

Standing queries, which could be either simple or complex algorithms,exist on the EPE platform for detecting event patterns that triggerplayer journey actions. The standing queries can filter events byconditions, join multiple event streams, and detect and respond tovarious event patterns and sequences across streams. A standing querycan be a simple query, such as notify a consumer (e.g., an EGM) when theplayer has wagered and lost a certain number of times in a row. Astanding query could also be more complex and can involve patternmatching, so that the consumer can be notified of an event that crossesmultiple streams. For example, a standing query could notify theconsumer (e.g., an EGM) when a player has inserted a certain amount ofcredits and has lost X % of the original credit amount in a time rangeof Y minutes.

Examples of standing queries are the following:

-   -   Player Big Win: A player has a win amount greater than 500        percent of the player's wager amount (the win amount used in the        calculation can include any winnings from a bonus round).    -   Player Spin Losing Streak: A player has completed 5 consecutive        spins without a single win.    -   High Wager Player: A player's wagers in a 10 minute window are        all greater than or equal to a certain amount (e.g., 5 dollars        or credits).    -   Player Winning Streak: A player wins 5 times in a row on any        slot game in a single session.    -   Bad Player Experience: The player's average payout is less than        the average wager amount spanning over 500 spins or 60 minutes.    -   Player Gaming Account Registration: A player has successfully        registered an account.    -   Gamification/Player Achievement: For a given list of games in a        defined time window, the player achieves one or more of the        following: play X1 games; have X2 games where the wager amount        was at least Y; win X3 number of games where symbol Z was either        on a winning pay line or was visible; trigger free games X4        times; or trigger bonus feature X5 times.    -   Player Happiness Indicator (Good Experience): For a defined        window (e.g., X1 minutes or X2 number of games), a “good        experience” can be determined based on any of the following:        actual hold with respect to theoretical hold above or below a        specified threshold; a big win (greater than X1 credits won or a        payout that is at least X2 times the wager amount); balance        reaches a low threshold; or the percentage of games with a        jingle (i.e., a payout that is at least X times the wager        amount).    -   Identify Future Potential VIPs: This can be determined based on        the percentage of wagers in a window of time or number of games        in which the bet amount is greater than X percent of the maximum        bet.        It is to be understood that these standing queries are examples        only. Other standing queries are possible as well.

The core of the EPE platform is an EPE server where the standing queriesare uploaded to. The engine stores the queries and runs the data throughthe queries. When conditions occur that match queries, the engineresponds in real-time. The EPE server will bind the queries to therelevant event streams so that the queries will be actively processingevents from the event streams. When the EPE platform receives a resultfrom a standing query (i.e., the standing query's criteria are met), theEPE platform will then publish the result to a channel that will notifyinterested consumers of the event. A consumer can be any component thatwill receive results from the EPE server via a specific channel. Thechannel is the message channel that receives the result messages andprovides them to consumers.

The standing queries included in the EPE platform could be pre-definedstanding queries and could be used for multiple casinos/venues. In someimplementations, the EPE platform could also include casino-definedstanding queries that are designed by or for a specific casino orcasinos.

The electronic game machine and EPE platform together can provideadditional features beyond core gaming features, where these additionalfeatures enable the electronic game machine to better service theplayer. In some embodiments, an electronic game machine does not need tohave extra hardware/software add-ons, such as card readers and separatedisplay screens, to provide these additional features. By providingbetter service to the player, the player can play with the electronicgame machine longer, increase player retention, and increase casinorevenue.

II. Techniques Related to Player Journey Actions

FIG. 1 shows system 100 for event processing related to enhancing aplayer's experience at a gaming location, such as a casino. System 100includes server computing device 112 located at data center 110. Servercomputing device 112 includes event collection and dispatch software114, event processing software 116, and event database 118. In otherexamples, more than one server computing device 112 can store andexecute data and software for event collection and dispatch software114, event processing software 116, and event database 118. In otherexamples, multiple instantiations of event collection and dispatchsoftware 114, event processing software 116, and/or event database 118can be operating simultaneously by server computing device 112 (andperhaps other computing devices).

Data center 110 and computing device 112 can be communicatively coupledto gaming location 120, local computing device 122, and electronicgaming machines 126 a, 126 b via network 140. Gaming location 120 can bea location where one or more gaming machines such as electronic gamingmachines 126 a, 126 b are available for play; e.g., a land-based casino,a cruise ship, a video poker room, etc.

Each of electronic gaming machines 126 a, 126 b can be configured toplay one or more wager games, where a player can place a bet or wager onone or more outcomes of one or more gaming events and win one or moreawards if the outcome(s) are successful (from the player's point ofview) or lose the wager if the outcome(s) are unsuccessful (again, fromthe player's point of view). Example of wager games include, but are notlimited to, slot machine games, poker, blackjack, baccarat, craps,roulette, and wheels of fortune.

Gaming machines that play wager games come in a variety of formsincluding, for example, a mechanical slot machine. A mechanical slotmachine may include one or more reels, each of which includes multiplesymbols distributed around the circumference of the reel. When a playerplaces a wager (e.g., by placing a coin in the machine), the player isallowed to spin the reels. Each reel then comes to rest, typically witheither one of the symbols, or a space in between symbols, in alignmentwith a pay line. A predefined winning symbol or a predefined winningcombination of symbols that are aligned with the pay line can result inthe player winning the game and receiving a payout. In one example, themachine may include three reels, and the pay line may be a horizontalline disposed across a center of each of the three reels.

In another example of a wager game, a mechanical slot machine maypresent symbols in a matrix arrangement, with each symbol changingduring a spin of the game. For example, the machine may have fivecolumns and three rows of symbols, for a total of fifteen symbols. Suchmachines often have multiple pay lines, each being defined by acollection of positions within the matrix. For example, the machine mayhave three pay lines, each corresponding to one row of the matrix. Amechanical slot machine can be configured with one or more computingdevices and communication interfaces that enable it to operate as anelectronic gaming machine.

Another example of a wager game can take the form of a video gamingmachine (e.g., a dedicated gaming machine located in a casino) thatincludes a graphical user interface (GUI), and that may emulate amechanical slot machine. With a video gaming machine, the GUI mayinclude a display that displays an image of one or more reels or amatrix as described above, together with animation effects to simulate aspin of the one or more reels, or a spin of the columns or rows of thematrix. A computer software program, which may reside in the videogaming machine, may randomly select one or more symbols in response to aspin, and may display the selected one or more symbols on the display. Avideo gaming machine may also be played over a computer network; e.g.network 140, such as by a player using a client machine; e.g.,electronic gaming machine 126 a, 126 b that is connected to a servermachine; e.g., server computing device 112 over the computer network. Inthis instance, server computing device 112 may perform the spins of thegame and may send the resulting symbols to electronic gaming machine 126a, 126 b for display.

FIG. 1 shows that electronic gaming machines 126 a, 126 b can beconnected to network 140 via local computing device 122. Local computingdevice 122 includes event cache 124 that includes memory and relatedsoftware for collecting, storing, and dispatching events, such as gaminglocation events 132, 132 a, 132 b and player journey actions 134, 134 a,134 b. In some embodiments not shown in FIG. 1, electronic gamingdevices 126 a, 126 b can be directly connected to network 140 withoutconnection to an intermediate computing device, such as local computingdevice 124. In other embodiments, gaming location 120 can include more,fewer, and/or different electronic gaming devices than 126 a and 126 b.In still other embodiments, more than one gaming location 120 and/ormore than one data center 110 can be connected via network 140.

Network 140 may correspond to a local area network (LAN), a wide areanetwork (WAN), a corporate intranet, the public Internet, or any othertype of network configured to provide a communications path betweennetworked computing devices. Network 140 may also correspond to acombination of one or more LANs, WANs, corporate intranets, and/or thepublic Internet. In still other embodiments, other computing devices canbe connected to network 140. These other computing devices can be anysort of computing device, such as an ordinary laptop computer, desktopcomputer, wearable computing device, mobile computing device,head-mountable device (HMD), network terminal, wireless communicationdevice (e.g., a smart phone or cell phone), and so on.

Event processing software 116 can be a high-performance system built toanalyze and act on high volumes of real-time streaming data frommultiple sources, by utilizing defined set of tools and techniques foranalyzing and controlling a complex series of interrelated events thatoccur across multiple systems such as gaming servers and externalsystems. Event processing software 116 can carry out certain actions onsimple or complex events (sometimes referred to as patterns thatanalyses and correlates information across multiple events) inreal-time. The event processing software 116 may perform these functionsusing standing queries, as described above.

The external systems can include external promotions systems. Forexample, an external promotion system may send a text message to aplayer such as: “You have been chosen for promotion. Play 500 spins ongame X in the next hour and earn 50 free spins.” The external promotionsystem can push these player details into the EPE platform as a separatestream. A standing query can monitor this stream from the externalpromotion system along with the wager stream.

Event processing software 116 can enable creation of customlocation-specific and/or electronic-gaming-machine specific triggers andqueries of gaming location events 132 and other data to generate playerjourney actions 134. A trigger can involve conditional generation of oneor more player journey actions 134; that is, if a trigger condition ismet, one or more player journey actions 134 are generated. Triggerconditions can include at least (a) game level trigger conditions and(b) behavioral trigger conditions.

Game level trigger conditions can include trigger conditions specific tooutcomes and events within a wager game, while behavioral triggerconditions can include trigger conditions based on the actions andbehaviors of the player. The game level trigger conditions can berelated to one or more achievements that are based on various functionsin a particular wager game. These achievements can include, but are notlimited to, achieving a particular combination of symbols during slotmachine play (e.g., getting a row full of a certain symbol), winning apredetermined number of plays of a wager game (e.g., 3, 5, 10) in a row,and playing one or more bonus rounds.

Examples of in-game events that can be triggered as achievementsinclude, but are not limited to: playing a wager game for the firsttime, getting a predetermined number (e.g., 3, 5, 10) of consecutivewinning outcomes (e.g., winning spins of a slot machine game), achievinga win that includes all pay lines of a slot machine game, playing apredetermined number (e.g., 2, 5, 7) of bonus rounds, playing two ormore consecutive bonus rounds, playing bonus rounds after each of two ormore consecutive plays of the wager game, getting a bonus win equal toor greater than predetermined number (e.g., 3, 4, 5, . . . ) times atotal wager placed for the wager game, and achieve all possible wincombinations of a wager game.

When a player has won one or more achievements, one or more playerjourney actions 134 can be generated that cause an electronic gamingmachine (e.g., electronic gaming machine 126 a or 126 b) to generate andprovide a pop-up or other graphical user interface (GUI) feature todisplay notification(s) of the achievement(s) and related award(s) tothe player. Once the player has won a predetermined number ofachievements (e.g., 1, 3, 5, 10, 25, 50), a player can redeem theobtained achievements for bonuses, loyalty points, and/or cash.

In some embodiments, a player can save any achievements related to aparticular wager game that have been won to the tracking account oranother account; e.g., a loyalty program card number account. Then, whena player logs in to the tracking account or the other account using anelectronic gaming machine configured to play the particular wager game,the previous in-game achievements can be loaded into thejust-logged-into electronic gaming machine from the tracking account orother account.

Behavioral triggers and behavioral trigger conditions can be used tocreate and target specific incentive programs for relatively-quickand/or per-gaming session achievable targets (e.g., wager apredetermined amount of money during a gaming session, such as $100) andfor relatively-long duration targets that can span multiple sessions(e.g. complete predetermined number, such as 1000, spins of a slotmachine game) to repeatedly draw a player to a particular wager game.

Other behavioral trigger conditions include spending a predeterminednumber of credits (e.g., 1, 5, 10) on each wager game provided by amulti-game electronic gaming machine that can play multiple wager games,spending a predetermined number of credits (e.g., 1, 5, 10) on one ormore particular wager games provided by the multi-game electronic gamingmachine, purchasing at least a predetermined number of credits and/oradding at least a predetermined amount of currency using one electronicgaming machine and/or tracking account (e.g., at least 50 credits, 100credits, $10, $20, or $100), playing one or more particular wager gamesat least a predetermined number of times (e.g., play games X and Y atleast Z times, where Z≧1).

Behavioral trigger conditions can be based on a balance of an electronicgaming machine account and/or a tracking machine account. For example, abehavioral trigger condition can be reached if the balance of theelectronic gaming machine account and/or the tracking machine account isbelow a low balance threshold value is reached; e.g., a threshold valueof $0 or 0 credits, a threshold value of a predetermined non-zero amountof money or credits, a threshold value of a predetermined non-zeropercentage of total money or credits wagered during a gaming session.

If a low balance threshold trigger condition is met, event processingsoftware 116 can generate one or more player journey actions 134 thatincentivize the player to add more money or credits. For example, once alow balance threshold trigger condition is met, one or more playerjourney actions 134 can be generated to display encouraging messages tothe player (e.g., generate player journey actions 134 related toproviding a message “You're doing great—keep on playing!”), tieadditional deposits of money or credits to an achievement (e.g.,generate player journey actions 134 related to providing an achievementif $X is deposited or if X credits are purchased, where X>0), provide adiscount and/or free spins (e.g., generate player journey actions 134related to getting X credits for the price of Y credits, where X>Y>0,generate player journey actions 134 related to buying X1 credits andthen getting Y1 free credits, where X1 and Y1 are both greater thanzero), and/or generate player journey actions 134 that provideenrollment in a bonus game or tournament if more money or credits aredeposited. Other player journey actions 134 can be generated once a lowbalance threshold trigger condition is met. For example, discountedcredits (e.g., insert $10 and get $15 worth of credits) could be madeavailable during certain times.

Another example of a behavioral trigger condition can be a bad (ornegative) experience trigger condition For example, a bad experiencetrigger condition can be met if the player has a big loss; that is, theplayer loses at least a predetermined amount on one wager (e.g. $500,500 credits, etc.). A bad experience trigger condition can be met if theplayer is on a losing streak; that is, the player has lost at least apredetermined amount during a gaming session (e.g. the player is down atleast $50 during the gaming session or the player is down at least 100credits during the gaming session) and/or has lost at least apredetermined number of consecutive wagers (e.g., the player has lost 5times in a row).

Other examples of bad experience trigger conditions can involve a delayin a service provided by the casino (e.g., beverage service, out ofservice machine, failed ticket printing), an unexpected condition (e.g.,a power outage, a fire alarm), and a delay in obtaining a particularelectronic gaming machine and/or type of electronic gaming machine(e.g., all of the video poker machines are occupied, causing the playerdelay in obtaining a video poker machine). Other bad experience triggerconditions are possible as well.

If one or more bad experience trigger conditions are met, one or moreplayer journey actions 134 can be generated to ameliorate the badexperience. These player journey actions can include player journeyactions that are related to the player journey actions mentioned abovein connection with low balance threshold trigger conditions.Additionally, player journey actions 134 generated to ameliorate the badexperience can include the following player journey actions: encouragingin-session messages (e.g., “Your luck is bound to improve”, “Sorry aboutthe delay in drink service—your server will be by shortly”), awardbonuses and/or free games related to the bad experience (e.g., generateactions to provide the awards and display a message such as “You've hada bad run of luck—here's one spin on the house” or “Thanks for comingback after the fire alarm—have a bonus round or free game on us—yourchoice!”), recommend different games (e.g., generate actions to displaya message such as “Your luck might improve if you switch to game XXXXX”,where XXXXX is a different, perhaps lower-volatility game than a wagergame currently being played), provide free tournament entries and/orcomps (e.g., drinks, meals, etc.), and/or alert personnel, such as acasino host, working at gaming location 120.

Further examples of player journey actions to ameliorate a badexperience may be associated with or arise from a losing streak by theplayer (i.e., “a spin bad beat”). A spin bad beat may arise when aplayer experiences n consecutive losses, where n>0. In such a case theplayer journey action may include returning the player's average wageramount to the player to be utilized for future game play. Such a playerjourney action may arise several times during a playing session.Alternatively, the player may be refunded with 50% of the player'saverage wager amount after n−2 consecutive losses, with a further 25% ofthe player's average wager amount after n−1 consecutive losses, and witha further 25% of the player's average wager amount after n consecutivelosses. Other examples are possible as well.

Behavior trigger conditions can also be reached if a player has apositive experience, such as a big win or winning streak. For example, apositive experience trigger condition can be met if the player has a bigwin; that is, the player wins at least a predetermined amount on onewager (e.g. $500, 500 credits, etc.). A positive experience triggercondition can be met if the player is on a winning streak; that is, theplayer has won at least a predetermined amount during a gaming session(e.g. the player is up at least $50 during the gaming session or theplayer is up at least 100 credits during the gaming session) and/or haswon at least a predetermined number of consecutive wagers (e.g., theplayer has won 5 times in a row).

One or more player journey actions 134 can be generated related to thepositive experience trigger condition including actions to: providein-session messages to an electronic gaming machine associated with thepositive experience trigger condition (e.g., “Wow—you won a lot on thatbet! Congratulations!”), provide alerts to other electronic gamingmachines (e.g., alerts such as “Today, we had someone win $8,934 playingthe XXXX slot machine just like you—you could be our next big winner”),and/or actions to provide free games, credits, bonuses, tournamententries and/or comps to a player meeting the positive experience triggercondition.

In operation, a player can create a tracking account that is associatedwith server computing device 112. In some examples, a sign-up/sign-inprocedure for the tracking account can be presented to a player by anelectronic gaming machine; e.g., electronic gaming machine 126 a, 126 b.The sign-up/sign-in procedure can obtain player data usable forreporting gaming location events 132 and/or generating player journeyactions 134, where the player data can include: a unique identifier andpassphrase, a telephone number, and/or a loyalty program card number(e.g., a Total Rewards card number often used at Caesar's Entertainmentlocations, or an MLife card number often used at MGM ResortsInternational locations). In some embodiments, use of a loyalty programcard number can be integrated with server computing device 112 to enablea loyalty program card holder to use the loyalty program card numberaccount credentials to create a tracking account.

The sign-up/sign-in procedure can include a login procedure to accessthe tracking account. The login procedure can include presentation andverification of player identification information, such as, but notlimited to, one or more of: a unique identifier and passphrase, aprinted ticket, a telephone number, a loyalty program card number,biometric data entry (e.g., facial recognition of the player), a barcodeand/or a quick response (QR) code, and/or presentation and verificationvia a registration application program interface (API) such as APIs thatconform at least in part to a Game To System (G2S) and/or and a SystemTo System (S2S) standard promulgated by the Gaming StandardsAssociation.

Once a player has entered correct player identification information viathe sign-up/sign-in procedure, a tracking account can be created and/oraccessed on server computing device 112. When a player attempts to loginto a tracking account via electronic gaming machine 126 a, 126 b,electronic gaming machine 126 a, 126 b can communicate with servercomputing device 112 to verify the correctness of player identificationinformation. If the player identification information is determined tobe correct, the player is allowed to login to the tracking account.

Also, once a player has logged in to a tracking account with correctidentification information via electronic gaming machine 126 a, 126 b,server computing device 112 can record information associated with thetracking account, such as, but not limited to: information about gaminglocation 120, information about electronic gaming machine 126 a, 126 bused to log into the tracking account (e.g., machine account and/orsocket identifier information) and timing information (e.g., SessionStart Date/Time information). The recorded information can be used todetermine one or more of the following: display messages, bonuses, freegame and/or cash awards, and entry into incentive programs. Once thetracking account has been created and/or accessed, a successful accountcreation and/or login message can be presented to the player viaelectronic gaming machine 126 a, 126 b.

The tracking account can enable use of the player data on the electronicgaming machine and perhaps in other environments, such as in on-linegaming and/or mobile device gaming environments. Some or all of theplayer data can be presented via electronic gaming machine 126 a, 126 bupon successful login—the player data can include, but is not limitedto, account information such as reward information,notifications/messages, and in-game achievement information.

The player can use electronic gaming machine 126 a, 126 b in a playersession involving play of one or more wager games. Each wager and/orother event the player carries out can be recorded against the trackingaccount and can provide one or more gaming location events—for example,if the player is using electronic gaming machine 126 a or 126 b to playwager game(s), the player's events can be provided as respective gaminglocation events 132 a or 132 b.

Gaming location events 132 a, 132 b can include, but are not limited to,events and/or data related to.

-   -   The player; e.g., name, telephone number, loyalty card number    -   Gaming location 120; e.g., location name, physical        location/address information, location operator    -   The electronic gaming machine; e.g., physical location, machine        operator, hardware and/or software information, uptime/downtime        status, time since last wager    -   Tracking account information    -   Information about a wagering balance associated with an        electronic gaming machine; e.g., the player has a balance of $50        to wager, the player has a balance of 137 credits/spins for        wagering    -   One or more banking accounts associated with the player and/or        tracking account    -   One or more wagers/bets made by the player    -   One or more pay-outs made to the player    -   A credit or monetary balance on the electronic gaming machine    -   One or more bonuses awarded to the player    -   Change in a menu of the electronic gaming machine    -   Display of one or more screens, including one or more bonus        screens, generated by the electronic gaming machine    -   Selection of one or more buttons of the electronic gaming        machine; e.g., a service button requesting help or refreshment        at the electronic gaming machine, a cash-out button removing        finances from the electronic gaming machine, a button changing        screens and/or wager games provided by the electronic gaming        machine    -   Positions of symbols of the wager game as presented by the        electronic gaming machine    -   Insertion of cash, credit card, a printed ticket or other        finances by the player into the electronic gaming machine (e.g.,        a “cash-in” event)    -   Removal of cash or other finances by the player (e.g., a        “cash-out” event)    -   Printing a ticket for a cash-out event.

Gaming location events 132 a, 132 b can be stored in local cache 124 andprovided as gaming location events 132 to server computing device 112.Some or all of gaming location events 132 can be stored in eventdatabase 118. In some embodiments, event database 118 can be used tostore or all of player journey actions 134 as well. In still otherembodiments, electronic gaming machine 126 a (or 126 b) can providegaming location events 132 a (or 132 b) and receive player journeyactions 134 a (or 134 b) from server computing device 112 via network140 without use of local computing device 122.

Data stored in event database 118 can be made available to a reportingframework to generate reports. In some embodiments, part or all of thereporting framework can be software resident on and executable by servercomputing device 112. In other embodiments, part or all of the reportingframework can be software resident on and executable one or morecomputing devices other than server computing device 112. In particularof these other embodiments, the one or more computing devices other thanserver computing device 112 can be connected to server computing deviceby network 140.

The reporting framework can generate one or more reports that caninclude information about:

-   -   One or more pre-set configurations used when playing a wager        game,    -   One or more buttons used when playing a wager game; e.g.,        buttons pressed on a dynamic button panel,    -   One or more displays, screens, lobbies, and/or menus active on        an electronic gaming machine when playing a wager game, and/or        Wagers made during a wager game; e.g., information indicating        whether the player made a maximum wager.        Other reports and information provided by reports are possible        as well.

To generate the reports, electronic gaming machine 126 a (or 126 b) canprovide gaming location events 132 a (or 132 b) to local computingdevice 122, which may store gaming location events 132 a (or 132 b) inevent cache 124. Upon reception of gaming location events 132 a (or 132b), local computing device 122 can aggregate, compress, and/or optimizeevents in an event stream that includes gaming location events 132 a (or132 b)—the aggregation, compression, and/or optimization of events canbe used to reduce an amount of bandwidth provided by network 140 that isutilized between gaming location 120 and data center 110. Then, localcomputing device 122 can provide the gaming location events as gaminglocation events 132 to event collection and dispatching software 114 ofserver computing device 122. Gaming location events 132 can be providedby event collection and dispatching software 114 to event database 118for storage. In some embodiments, event database 118 can be associatedwith an event dispatcher that can forward some or all of gaming locationevents 132 to the reporting framework, which can then generate some orall of the reports mentioned immediately above.

Event collection and processing software 114 and/or event processingsoftware 116 can organize gaming location events 132 into one or moreevent streams. These event streams can include, but are not limited, towager streams, balance streams, and electronic gaming machine eventstreams. A wager stream can include, but is not limited, events and/orinformation related to one or more wagers, such as information about agaming location where the wager(s) were made, information about awagering player making the wager(s), one or more banking accountsassociated with the wagering player, a base position (the precisephysical location of the EGM on the casino floor), a pre-set ID (anidentifier of the EGM's game configuration such as button panel and betamounts), one or more wagering balances for an electronic gaming machineused to make the wager(s), a tracking account associated with thewagering player, one or more wagers made by the wagering player, anyadditional bet/wager information, and one or more pay-outs made to thewagering player.

A balance stream can include, but is not limited, events and/orinformation related to balances associated with a particular player;such as: information about a gaming location where the particular playeris playing, information about the particular player, one or more bankingaccounts associated with the particular player, a base position, one ormore wagering balances associated with the particular player, a trackingaccount associated with the particular player, one or more bonusesawarded to the particular player, cash-in events associated with theparticular player, cash-out events associated with the particularplayer, and types of cash-ins/cash-outs (e.g., tickets, currency notes,etc.).

An electronic gaming machine event stream can include, but is notlimited, events and/or information related to balances associated with aparticular electronic gaming machine, such as: as: information about agaming location where the particular electronic gaming machine islocated, one or more banking accounts associated with the particularelectronic gaming machine, a base position, one or more wageringbalances associated with the particular electronic gaming machine, atracking account associated with the particular electronic gamingmachine, events related to selection of one or more buttons of theparticular electronic gaming machine, network events related to theparticular electronic gaming machine, tilt information, and analyticalmetrics associated with the particular electronic gaming machine. Thetilt information and analytical metrics can be used to monitor the“health” of the EGM, for example, to identify connection errors, faultygame operation, bandwidth speed, etc.

Gaming location events can be processed to put a player into one or more“swim lanes.” A swim lane for a player can be defined using one or moremetrics/algorithms that determine the player's mood and value andtherefore which “swim lane” the player should be placed in. For example,a newly registered player may be placed in Swim Lane 1. Players in SwimLane 1 may qualify for a welcome bonus. Players returning for theirsecond, third, or Nth visit may be placed in Swim Lane 2, Swim Lane 3,or Swim Lane N, respectively. Players that qualify as potential VIPs(e.g., based on a standing query) may be placed in a VIP Swim Lane. Anon-returning player may be placed in a Non-Returning Swim Lane and mayreceive a communication with a bonus offering to encourage play. Aplayer that has a bad experience may be placed in a Bad-Experience SwimLane. A player that has experienced a winning streak may be placed in aWin-Streak Swim Lane. Other types of swim lanes are possible as well.

Some metrics used to determine a swim lane for a player are include, butare not limited to:

-   -   Recency (How recently did the player visit the casino)    -   Frequency (How often does the player visit the casino)    -   Monetary (How much does the player spend? What is a typical bet        size for the player?)    -   Game favorability (What games does the player like or dislike        playing?)    -   Player reactions (How does the player react to player journey        actions?)

Once determined, a swim lane for a player can be used by eventprocessing system 116 to determine what, if any, player journey actionsare provided for the player and to evaluate a player's value to anoperator of gaming location 120. Depending on a player's reaction toplayer journey actions, event processing system 116 can change a swimlane of a player.

The use of swim lanes can avoid manual crunching of large amounts ofdata to determine what happened to the player and what actions should betaken. In some embodiments, the algorithms for determining swim lanesand associated player journey actions can be implemented in an efficientmanner so that there is minimal delay to the player before determiningswim lanes and/or player journey algorithms.

Upon processing gaming location events 132, perhaps after beingorganized into event streams, event processing software 116 can generateone or more player journey actions 134. Once generated, event processingsoftware 116 can send player journey actions 134 to event collection anddispatching software 114, which in turn can send player journey actions134 via network 140 to local computing device 122 at gaming location120. Local computing device 122 can determine which of player journeyactions 134 are applicable to each of electronic gaming machines 126 a,126 b and send the applicable player journey actions 134 as respectiveplayer journey actions 134 a, 134 b to respective electronic gamingmachines 126 a, 126 b.

Player journey actions 134 can include, but are not limited to, actionsinstructing an electronic gaming machine to add bonus funds to awagering balance and/or a tracking account, display a message on theelectronic gaming machine, and add free spins and/or games to a wageringbalance and/or a tracking account. In some embodiments, player journeyactions 134 can include adding an event insight dispatch which allowsevent processing software 116 to provide one or more specific eventstreams, such as wager streams, to local computing device 112. Eventprocessing software 116 can provide specific information related to aspecific gaming location and/or player, in a specific wager stream;e.g., free spins to qualify for a slot-machine tournament, displaysrelated to jackpots available by wagering on a particular electronicgaming machine, etc.

Player journey actions 134 can involve actions related to messagesand/or other displays provided by electronic gaming machine 126 a or 126b. These messages and displays can play an important roles in playercommunication and in providing a player journey experience Electronicgaming machines 126 a, 126 b can be configured to receive rich-mediamessaging (RMM) messages encoded using Hyper Text Markup Language(HTML), Alchemy, and/or other message-related formats. Upon reception ofone or more RMM messages, electronic gaming machines 126 a, 126 b canprocess the received RMM message(s) to generate displays that includeanimations that overlay wager-game-oriented displays at pre-determinedlocations and times and/or in a player lobby displayed by a particularelectronic gaming machine.

An RMM message can be based on a template that specifies a message'sbranding, style, size and layout. RMM messages may be game-agnostic;that is, they may be independent of a particular wager game. Some RMMmessages can be displayed as overlays over game (or other) displays;e.g., an RMM message indicating that “only 10 more plays to receive a1000 play achievement bonus” can be displayed over a final wager gamedisplay to encourage a player to continue a player session after play ofa wager game has completed.

Other RMM messages can be displayed in a reduced size; that is, they canbe shrunk or squeezed into available display space provided byelectronic gaming machine 126 a, 126 b. For example, if electronicgaming machine 126 a or 126 b can provide a display having R rows and Ccolumns of pixels that includes an RMM display region having R1<R rowsand C1<C columns. Then, RMM messages can be squeezed or shrunk into theR1×C1 sized RMM display region. Other RMM messages can be enabled to bedisplayed in some, but not all, regions of a display. For example, RMMmessages can be displayed so as not to cover up a region of a displaythat provides balance account information, or a region indicating howmuch money or credits were won as an outcome of a wager game. RMMmessages can be limited in time as well. For example, RMM messages mightnot displayed during wager game play or during bonus games, or might bedisplayed only when a gaming control, such as a button, has not beenutilized for at least a predetermined amount of time (e.g., 0.5 to 3seconds).

RMM messages can be provided as part of player journey actions 134, 134a, 134 b and/or can be stored on electronic gaming machine 126 a, 126 b.In some embodiments, RMM messages can be initially stored on localcomputing device 122 and provided to electronic gaming machines 126 a,126 b as indicated by player journey actions 134, 134 a, 134 b. Once anRMM message is provided to electronic gaming machines 126 a, 126 b, eachof electronic gaming machines 126 a, 126 b can cache the provided RMMmessage. In still other embodiments, local computing device 122 and/orelectronic gaming machines 126 a, 126 b can pre-download one or more RMMmessages before operation. For example, the RMM message(s) can bedownloaded during a setup or booting operation of local computing device122 and/or electronic gaming machines 126 a, 126 b and so be readilyavailable to local computing device 122 and/or electronic gamingmachines 126 a, 126 b when the setup/booting operation has completed.

RMM messages can be associated with tracking information. That is, anRMM message can be associated with a tracking status of the RMM message.Example statuses of an RMM message include: a “fired” status indicatingthe RMM message has been sent to local computing device 122 and/orelectronic gaming machines 126 a, 126 b, a “received” status indicatingthe RMM message has been received at local computing device 122 and/orelectronic gaming machines 126 a, 126 b, a “read” status indicating theRMM message has been examined by local computing device 122 and/orelectronic gaming machines 126 a, 126 b, and a “displayed” statusindicating the RMM message has been displayed by electronic gamingmachines 126 a, 126 b or, in the context of local computing device 122,provided to an electronic gaming machine for display.

RMM messages can include several types of messages; such as, but notlimited to, notification messages, progress messages, and completionmessages. A notification message might notify a player of a new rewardoffering. A notification message can be sent to an electronic gamingmachine upon player login to a tracking account based on playereligibility. Player eligibility can be defined based on (a) whether thetracking account qualifies for an incentive associated with the rewardoffering and/or (b) whether the reward offering is based on anonymousplay. The reward offering can based on anonymous play when a player doesnot have a tracking account, and so an anonymous temporary trackingaccount has been created for player journey actions. A progress messagecan notify a player about their advancement toward an incentive award.And, a completion message can notify a player of their eligibility ofthe incentive award.

For example, suppose a new incentive award was available to a player whoplays a new wager game 25 times during a player session. The playercould learn about the incentive award via a notification RMM messageupon login to a tracking account using electronic gaming machine 126 a.Then, the player could play the new wager game 20 times using electronicgaming machine 126 a. After the 20^(th) play, event processing software116 can generate and send a player journey action 134 a to electronicgaming machine 126 a (via network 140 and local computing device 112)instructing electronic gaming machine 126 a to display a progress RMMmessage indicating “Only 5 more plays before you reach the 25 play bonusround”. After the progress RMM message was displayed, the player couldplay the new wager game 5 more times, for a total of 25 times during theplayer session. After the 25^(th) play, event processing software 116can generate and send player journey actions 134 a to electronic gamingmachine 126 a instructing electronic gaming machine 126 a to display acompletion RMM message indicating “You reached the 25 play bonus round!!” and to play a bonus game associated with the incentive award. Manyother examples of RMM messages are possible as well.

Once the player has finished a player session of one or more wagergames, the player can log out from the tracking account. If a playerdoes not log out, the player can be logged out automatically; e.g., by aparticular electronic gaming machine acting autonomously, by eventprocessing software sending a player journey event to instruct theparticular electronic gaming machine to log out of the tracking account.Electronic gaming machine 126 a, 126 b, can include a logout button fora player to press to log out and functionality to determine anautonomous log out. The autonomous log out functionality can includefunctionality for logging out a tracking account after a predeterminedamount of inactivity (e.g., 5 minutes, 10 minutes, an hour),functionality for logging out a tracking account associated with a zerowagering balance and/or zero-balance functionality, and/or otherautonomous log out functionality.

Once a tracking account is logged out, a successful logout message canbe displayed on electronic gaming machine 126 a, 126 b that logged outof the tracking account. The successful logout message can be displayedand then removed after a certain period of time (e.g., 1 minute, 5minutes, 30 seconds). In some embodiments, determining that a player haslogged into to another electronic gaming machine can trigger the log-outfunction; e.g., if a player's tracking account is logged into electronicgaming machine EGM1 and then the player's tracking account is loggedinto another electronic gaming machine EGM2, the player's trackingaccount can be logged out of electronic gaming machine EGM1. Inparticular of these embodiments, the player can be allowed to log into N(N>1) electronic gaming machines before the log out function istriggered—in this fashion, the player can play up to N electronic gamingmachines simultaneously and the tracking account can be used to trackevents of the up to N electronic gaming machines.

Player journey actions can be used to control electronic gaming machinesthat are not currently being used by a player. For example, an operatorof gaming location 120 and/or electronic gaming machine 126 a and/or 126b can use player journey actions 134 to configure a number of differentaspects of electronic gaming machine 126 a and/or 126 b; e.g., aspectsrelated to promotion and marketing. For example, the operator of gaminglocation 120 and/or electronic gaming machine 126 a and/or 126 b canconfigure event processing software 116 to generate player journeyactions 134 that cause electronic gaming machine 126 a and/or 126 b todisplay RMM messages that include top screen promotional images, sounds,and/or videos. Also, the operator of gaming location 120 and/orelectronic gaming machine 126 a and/or 126 b can configure eventprocessing software 116 to generate player journey actions 134 thatdefine when and how top screen promotional images, sounds, and/or videosand/or other media will be provided by electronic gaming machine 126 aand/or 126 b.

As another example, the operator of gaming location 120 and/orelectronic gaming machine 126 a and/or 126 b can use player journeyactions 134 to configure electronic gaming machines 126 a and/or 126 bto generate player journey actions related to an idle gaming machineincentive. The idle gaming incentive can be offered when gaming locationevents indicate that a particular electronic gaming machine has beenidle; e.g., has not received a wager for at least a predetermined amountof time. For example, player journey actions related to an idle gamingmachine incentive can include player journey actions to display anincentive screen to attract players to the idle electronic gamingmachine and player journey actions to provide the idle gaming machineincentive to use the idle electronic gaming machine. The idle gamingmachine incentive can be based on a pre-determined coin-in value or aminimum number of spins; e.g., generate player journey actions 134 forthe idle electronic gaming device related to: getting X credits for theprice of Y credits, where X>Y>0; buying X1 credits and then getting Y1free credits, where X1 and Y1 are both greater than zero; playing one ormore bonus games if X2 credits are purchased where X2>0; and/orproviding instant or accelerated entry into a tournament if X3 creditsare purchased where X3>0. Other incentives to use idle electronic gamingmachines are possible as well.

Computing Device Architecture

FIG. 2 is a functional block diagram of computing device 200, inaccordance with an example embodiment. In particular, computing device200 shown in FIG. 2 can be configured to perform at least one functionrelated to server computing device 112, event collection and dispatchingsoftware 114, event processing software 116, event database 118, localcomputing device 122, local cache 124, electronic gaming machine 126 a,126 b, network 140, method 300, and/or method 400.

Computing device 200 may include a user interface module 201, anetwork-communication interface module 202, one or more processors 203,data storage 204, one or more sensors 220, one or more payment-relateddevices 230, and one or more player identity devices 232, all of whichmay be linked together via a system bus, network, or other connectionmechanism 205.

User interface module 201 can be operable to send data to and/or receivedata from external user input/output devices. For example, userinterface module 201 can be configured to send and/or receive data toand/or from user input devices such as a keyboard, a keypad, a touchscreen, a computer mouse, a track ball, a joystick, a camera, a voicerecognition module, and/or other similar devices. User interface module201 can also be configured to provide output to user display devices,such as one or more cathode ray tubes (CRT), liquid crystal displays,light emitting diodes (LEDs), displays using digital light processing(DLP) technology, printers, light bulbs, and/or other similar devices,either now known or later developed. User interface module 201 can alsobe configured to generate audible output(s), such as a speaker, speakerjack, audio output port, audio output device, earphones, and/or othersimilar devices.

Network-communications interface module 202 can include one or morewireless interfaces 207 and/or one or more wireline interfaces 208 thatare configurable to communicate via a network. Wireless interfaces 207can include one or more wireless transmitters, receivers, and/ortransceivers, such as a Bluetooth transceiver, a Zigbee transceiver, aWi-Fi transceiver, a WiMAX transceiver, and/or other similar type ofwireless transceiver configurable to communicate via a wireless network.Wireline interfaces 208 can include one or more wireline transmitters,receivers, and/or transceivers, such as an Ethernet transceiver, aUniversal Serial Bus (USB) transceiver, or similar transceiverconfigurable to communicate via a twisted pair wire, a coaxial cable, afiber-optic link, or a similar physical connection to a wirelinenetwork.

In some embodiments, network communications interface module 202 can beconfigured to provide reliable, secured, and/or authenticatedcommunications. For each communication, information for ensuringreliable communications (i.e., guaranteed message delivery) can beprovided, perhaps as part of a message header and/or footer (e.g.,packet/message sequencing information, encapsulation header(s) and/orfooter(s), size/time information, and transmission verificationinformation such as CRC and/or parity check values). Communications canbe made secure (e.g., be encoded or encrypted) and/or decrypted/decodedusing one or more cryptographic protocols and/or algorithms, such as,but not limited to, DES, AES, RSA, Diffie-Hellman, and/or DSA. Othercryptographic protocols and/or algorithms can be used as well or inaddition to those listed herein to secure (and then decrypt/decode)communications.

One or more processors 203 can include one or more general purposeprocessors, and/or one or more special purpose processors (e.g., digitalsignal processors, graphics processing units, application specificintegrated circuits, etc.). One or more processors 203 can be configuredto execute computer-readable program instructions 206 that are containedin data storage 204 and/or other instructions as described herein.

Data storage 204 can include one or more non-transitorycomputer-readable storage media that can be read and/or accessed by atleast one of one or more processors 203. The one or morecomputer-readable storage media can include volatile and/or non-volatilestorage components, such as optical, magnetic, organic or other memoryor disc storage, which can be integrated in whole or in part with atleast one of one or more processors 203. In some embodiments, datastorage 204 can be implemented using a single physical device (e.g., oneoptical, magnetic, organic or other memory or disc storage unit), whilein other embodiments, data storage 204 can be implemented using two ormore physical devices.

Data storage 204 can include computer-readable program instructions 206and perhaps additional data. In some embodiments, data storage 204 canadditionally include storage sufficient to perform at least part of theherein-described methods, scenarios, and techniques and/or at least partof the functionality of the herein-described devices and networks.

In some embodiments, computing device 200 can include one or moresensors 220. Sensor(s) 220 can be configured to measure conditions in anenvironment of computing device 200 and provide data about thatenvironment. For example, sensor(s) 220 can include one or more of: (i)an identification sensor to identify other objects and/or devices, suchas, but not limited to, an RFID reader, proximity sensor,one-dimensional barcode reader, two-dimensional barcode (e.g., QuickResponse (QR) code) reader, and a laser tracker, where theidentification sensor(s) can be configured to read identifiers, such asRFID tags, barcodes, QR codes, and/or other devices and/or objectconfigured to be read and provide at least identifying information; (ii)a location sensor to measure locations and/or movements of computingdevice 200, such as, but not limited to, a gyroscope, an accelerometer,a Doppler sensor, a Global Positioning System (GPS) device, a sonarsensor, a radar device, a laser-displacement sensor, and a compass; and(iii) an environmental sensor to obtain data indicative of anenvironment of computing device 200, such as, but not limited to, aninfrared sensor, an optical sensor, a light sensor, a camera, abiosensor, a capacitive sensor, a touch sensor, a temperature sensor, awireless sensor, a radio sensor, a movement sensor, a microphone, asound sensor, an ultrasound sensor, and/or a smoke sensor. Many otherexamples of sensor(s) 220 are possible as well.

In other embodiments, computing device 200 can include one or morepayment-related devices 230. Payment-related devices 230 can beconfigured to obtain, accept, and/or dispense payments at computingdevice 200. Payments can take the form of coins, currency, printedpayment tickets, credit cards, and/or electronic payments. Examplepayment-related devices 230 include, but are not limited to, one ormore: bill acceptors, coin acceptors, bill dispensers, coin dispensers,payment ticket printers, payment ticket readers, credit card readers,and electronic payment processing hardware and/or software. Otherexamples of payment-related device(s) 230 are possible as well.

In still other embodiments, computing device 200 can include one or moreplayer-identity devices 232. Player-identity devices 232 can beconfigured to obtain information that can identify a player.Player-identity devices 232 include, but are not limited to, one ormore: input devices configured to accept at least player identifier,passphrase information, telephone numbers, that can identify a player;card and/or ticket readers configured to read one or more cards and/ortickets that have player identification data that identifies a player;cameras and/or barcode scanners configured to read barcode and/or aquick response (QR) code that have player identification data thatidentifies a player; biometric sensors configured to obtain facialand/or other biometric information that can identify a player; and/orsoftware related to a G2S and/or S2S standard that can be used toidentify a player. Other examples of player-identity device(s) 232 arepossible as well.

III. Example Operation

FIG. 3 is a flow chart depicting a set of functions 300 that can becarried out in accordance with an example embodiment. FIG. 3 shows setof functions 300 within blocks 310 to 330.

The set of functions 300 can be carried out by a computing device, suchas computing device 200, configured as a server computing device. Theserver computing device can include one or more processors and datastorage, such as discussed above at least in the context of computingdevice 200. The data storage can store computer-readable programinstructions that, when executed by the processor(s) of the servercomputing device can cause the server computing device to performfunctions. These functions include, but are not limited to, the set offunctions 300 illustrated by FIG. 3.

FIG. 3 indicates that the set of functions 300 can begin at block 310.At block 310, the server computing device can receive one or more gaminglocation events, where the one or more gaming location events arerelated to one or more electronic gaming machines. Each of the one ormore electronic gaming machines can be configured to play one or morewager games. At least one gaming location event of the one or moregaming location events is associated with a particular wager game of theone or more wager games, such as discussed above at least in the contextof FIG. 1.

In some embodiments, the one or more gaming location events can includeat least one of: an event related to a player of the particular wagergame, an event related to a particular gaming location, an event relatedto a particular electronic gaming machine, an event related to atracking account, an event related to a wager, an event related to awagering balance, an event related to a pay-out, and an event related toa generated display, such as discussed above at least in the context ofFIG. 1.

In some embodiments, the particular wager game can be at least one of: aslot machine game, poker, blackjack, baccarat, craps, and roulette, suchas discussed above at least in the context of FIG. 1.

At block 320, the server computing device can determine one or moreplayer journey actions based on the one or more gaming location events,where the one or more player journey actions can instruct at least oneof the one or more electronic gaming machines to perform one or moreactions related to the one or more gaming location events, such asdiscussed above at least in the context of FIG. 1.

In some embodiments, the one or more player journey actions can include:a player journey action that causes a particular electronic gamingmachine of the one or more electronic gaming machines to displayinformational notifications, a player journey action that causes aparticular electronic gaming machine of the one or more electronicgaming machines to show promotional materials, a player journey actionthat causes a particular electronic gaming machine of the one or moreelectronic gaming machines to provide one or more incentives, and aplayer journey action that causes a particular electronic gaming machineof the one or more electronic gaming machines to display promotionalimages, sounds, and/or videos, such as discussed above at least in thecontext of FIG. 1.

In other embodiments, determining the one or more player journey actionsbased on the one or more gaming location events can include: determiningwhether the one or more gaming events meets a trigger condition; andafter determining that the one or more gaming events meets the triggercondition, determining one or more player journey actions associatedwith the trigger condition, such as discussed above at least in thecontext of FIG. 1. In particular of these embodiments, the triggercondition can be at least one of: a game level trigger condition relatedto an outcome within the particular wager game, and a behavioral triggerbased on a behavior of a player of the particular wager game, such asdiscussed above at least in the context of FIG. 1.

In more particular of these embodiments, the trigger condition caninclude a game level trigger condition. Then, the one or more playerjourney actions associated with the game level trigger condition includea player journey action associated with displaying a notification ofwinning an achievement related to the particular wager game, and wherethe achievement related to the particular wager game includes at leastone of: playing the particular wager game for a first time, getting apredetermined number of consecutive winning outcomes of the particularwager game, playing a predetermined number of bonus rounds of theparticular wager game, and achieving a win that involves one or more paylines associated with the particular wager game, such as discussed aboveat least in the context of FIG. 1.

In even more particular of these embodiments, the trigger condition caninclude a behavioral trigger condition. The behavioral trigger conditioncan include at least one of: a condition based on spending apredetermined number of credits on the particular wager game, acondition based on spending a predetermined number of credits on one ormore particular wager games provided by a multi-game electronic gamingmachine, a condition based on purchasing at least a predetermined numberof credits using a particular electronic gaming machine, a conditionbased on playing one or more wager games at least a predetermined numberof times, a low balance threshold trigger condition, a bad experiencetrigger condition, and a positive experience trigger condition, such asdiscussed above at least in the context of FIG. 1. In still moreparticular of these embodiments, the bad experience trigger conditioncan be based on at least one of: a determination that the player haslost more than a predetermined amount on one wager, a determination thatthe player has lost at least a predetermined amount during a gamingsession, and a determination that the player has lost at least apredetermined number of consecutive wagers, such as discussed above atleast in the context of FIG. 1. In yet more particular of theseembodiments, the positive experience trigger condition is based on atleast one of: a determination that the player has won more than apredetermined amount on one wager, a determination that the player haswon at least a predetermined amount during a gaming session, and adetermination that the player has won at least a predetermined number ofconsecutive wagers, such as discussed above at least in the context ofFIG. 1.

In even other embodiments, determining the one or more player journeyactions based on the one or more gaming location events can include:determining whether a first electronic gaming machine of the one or moreelectronic gaming machines has not received a wager for at least apredetermined amount of time based on the one or more gaming locationevents; and after determining that the first electronic gaming machineof the one or more electronic gaming machines has not received a wagerfor at least the predetermined amount of time, determining one or moreplayer journey actions related to providing an idle gaming machineincentive for the first electronic gaming machine, such as discussedabove at least in the context of FIG. 1.

At block 330, the server computing device can send the one or moreplayer journey actions, such as discussed above at least in the contextof FIG. 1.

FIG. 4 is a flow chart depicting a set of functions 400 that can becarried out in accordance with an example embodiment. FIG. 4 shows setof functions 400 within blocks 410 to 430.

The set of functions 400 can be carried out by a computing device, suchas computing device 200, configured as an electronic gaming device. Theelectronic gaming device can include one or more processors and datastorage, such as discussed above at least in the context of computingdevice 200. The data storage can store computer-readable programinstructions that, when executed by the processor(s) of the electronicgaming device can cause the electronic gaming device to performfunctions. These functions include, but are not limited to, the set offunctions 400 illustrated by FIG. 4.

FIG. 4 indicates that set of functions 400 can begin at block 410. Atblock 410, the electronic gaming device can send one or more gaminglocation events. The electronic gaming machine can be configured to playone or more wager games. Thus, at least one gaming location event of theone or more gaming location events can be associated with a particularwager game of the one or more wager games, such as discussed above atleast in the context of FIG. 1.

In some embodiments, the one or more gaming location events can includeat least one of: an event related to a player of the particular wagergame, an event related to a particular gaming location, an event relatedto a particular electronic gaming machine, an event related to atracking account, an event related to a wager, an event related to awagering balance, an event related to a pay-out, and an event related toa generated display, such as discussed above at least in the context ofFIG. 1.

In some embodiments, the particular wager game can be at least one of: aslot machine game, poker, blackjack, baccarat, craps, and roulette, suchas discussed above at least in the context of FIG. 1.

At block 420, the electronic gaming device can, after sending the one ormore gaming location events, receive one or more player journey actions,where the one or more player journey actions instruct the electronicgaming machine to perform one or more actions that relate to the one ormore gaming location events, such as discussed above at least in thecontext of FIG. 1.

In some embodiments, the one or more player journey actions can include:a player journey action that causes the electronic gaming machine todisplay informational notifications, a player journey action that causesthe electronic gaming machine to show promotional materials, a playerjourney action that causes the electronic gaming machine to provide oneor more incentives, and a player journey action that causes theelectronic gaming machine to display promotional images, sounds, and/orvideos, such as discussed above at least in the context of FIG. 1.

In other embodiments, the one or more gaming location events can includeone or more gaming location events indicating that the electronic gamingmachine has not received a wager for at least a predetermined amount oftime based on the one or more gaming location events. Then, the one ormore player journey actions include one or more player journey actionsthat cause the electronic gaming machine to provide an idle gamingmachine incentive, such as discussed above at least in the context ofFIG. 1.

At block 430, the one or more actions can be performed using theelectronic gaming machine, such as discussed above at least in thecontext of FIG. 1.

IV. Additional Example Embodiments

The following clauses are offered as further description of thedisclosure.

Clause 1—A method, including: receiving, at a server computing device,one or more gaming location events, where the one or more gaminglocation events are related to one or more electronic gaming machines,where each of the one or more electronic gaming machines is configuredto play one or more wager games, and where at least one gaming locationevent of the one or more gaming location events is associated with aparticular wager game of the one or more wager games; determining one ormore player journey actions based on the one or more gaming locationevents using the server computing device, where the one or more playerjourney actions instruct at least one of the one or more electronicgaming machines to perform one or more actions related to the one ormore gaming location events; and sending the one or more player journeyactions using the server computing device.

Clause 2—The method of Clause 1, where the one or more gaming locationevents include at least one of: an event related to a player of theparticular wager game, an event related to a particular gaming location,an event related to a particular electronic gaming machine, an eventrelated to a tracking account, an event related to a wager, an eventrelated to a wagering balance, an event related to a pay-out, and anevent related to a generated display.

Clause 3—The method of either Clause 1 or Clause 2, where the particularwager game is at least one of: a slot machine game, poker, blackjack,baccarat, craps, and roulette.

Clause 4—The method of any one of Clauses 1-3, where the one or moreplayer journey actions include: a player journey action that causes aparticular electronic gaming machine of the one or more electronicgaming machines to display informational notifications, a player journeyaction that causes a particular electronic gaming machine of the one ormore electronic gaming machines to show promotional materials, a playerjourney action that causes a particular electronic gaming machine of theone or more electronic gaming machines to provide one or moreincentives, and a player journey action that causes a particularelectronic gaming machine of the one or more electronic gaming machinesto display promotional images, sounds, and/or videos.

Clause 5—The method of any one of Clauses 1-4, where determining the oneor more player journey actions based on the one or more gaming locationevents includes: determining whether the one or more gaming locationevents meets a trigger condition; and after determining that the one ormore gaming location events meets the trigger condition, determining oneor more player journey actions associated with the trigger condition.

Clause 6—The method of Clause 5, where the trigger condition is at leastone of a game level trigger condition related to an outcome within theparticular wager game, or a behavioral trigger based on a behavior of aplayer of the particular wager game.

Clause 7—The method of Clause 6, where the trigger condition includes agame level trigger condition, where the one or more player journeyactions associated with the game level trigger condition include aplayer journey action associated with displaying a notification ofwinning an achievement related to the particular wager game, and wherethe achievement related to the particular wager game includes at leastone of: playing the particular wager game for a first time, getting apredetermined number of consecutive winning outcomes of the particularwager game, playing a predetermined number of bonus rounds of theparticular wager game, and achieving a win that involves one or more paylines associated with the particular wager game.

Clause 8—The method of either Clause 6 or Clause 7, where the triggercondition includes a behavioral trigger condition that includes at leastone of: a condition based on spending a predetermined number of creditson the particular wager game, a condition based on spending apredetermined number of credits on one or more particular wager gamesprovided by a multi-game electronic gaming machine, a condition based onpurchasing at least a predetermined number of credits using a particularelectronic gaming machine, a condition based on playing one or morewager games at least a predetermined number of times, a low balancethreshold trigger condition, a bad experience trigger condition, and apositive experience trigger condition.

Clause 9—The method of Clause 8, where the bad experience triggercondition is based on at least one of: a determination that the playerhas lost more than a predetermined amount on one wager, a determinationthat the player has lost at least a predetermined amount during a gamingsession, and a determination that the player has lost at least apredetermined number of consecutive wagers.

Clause 10—The method of either Clause 8 or Clause 9, where the positiveexperience trigger condition is based on at least one of: adetermination that the player has won more than a predetermined amounton one wager, a determination that the player has won at least apredetermined amount during a gaming session, and a determination thatthe player has won at least a predetermined number of consecutivewagers.

Clause 11—The method of any one of Clauses 1-10, where determining theone or more player journey actions based on the one or more gaminglocation events includes: determining whether a first electronic gamingmachine of the one or more electronic gaming machines has not received awager for at least a predetermined amount of time based on the one ormore gaming location events; and after determining that the firstelectronic gaming machine of the one or more electronic gaming machineshas not received a wager for at least the predetermined amount of time,determining one or more player journey actions related to providing anidle gaming machine incentive for the first electronic gaming machine.

Clause 12—A server computing device, including: a processor; and a datastorage device configured to store at least computer-readable programinstructions that, when executed by the processor, cause the servercomputing device to carry out the method of one of Clauses 1-11.

Clause 13—A computer-readable medium configured to store instructionsthat, when executed by a processor of a server computing device, causethe server computing device to carry out the method of one of Clauses1-11.

Clause 14—A server computing device, including: means for carrying outthe method of one of Clauses 1-11.

Clause 15—A method, including: sending, from an electronic gamingmachine, one or more gaming location events, where the electronic gamingmachine is configured to play one or more wager games, and where atleast one gaming location event of the one or more gaming locationevents is associated with a particular wager game of the one or morewager games; after sending the one or more gaming location events,receiving one or more player journey actions at the electronic gamingmachine, where the one or more player journey actions instruct theelectronic gaming machine to perform one or more actions that relate tothe one or more gaming location events; and performing the one or moreactions using the electronic gaming machine.

Clause 16—The method of Clause 15, where the one or more gaming locationevents include at least one of: an event related to a player of theparticular wager game, an event related to a particular gaming location,an event related to a particular electronic gaming machine, an eventrelated to a tracking account, an event related to a wager, an eventrelated to a wagering balance, an event related to a pay-out, and anevent related to a generated display.

Clause 17—The method of either Clause 15 or Clause 16, where theparticular wager game is at least one of: a slot machine game, poker,blackjack, baccarat, craps, and roulette.

Clause 18—The method of any one of Clauses 15-17, where the one or moreplayer journey actions include: a player journey action that causes theelectronic gaming machine to display informational notifications, aplayer journey action that causes the electronic gaming machine to showpromotional materials, a player journey action that causes theelectronic gaming machine to provide one or more incentives, and aplayer journey action that causes the electronic gaming machine todisplay promotional images, sounds, and/or videos.

Clause 19—The method of any one of Clauses 15-18, where the one or moregaming location events include one or more gaming location eventsindicating that the electronic gaming machine has not received a wagerfor at least a predetermined amount of time based on the one or moregaming location events; and where the one or more player journey actionsinclude one or more player journey actions that cause the electronicgaming machine to provide an idle gaming machine incentive.

Clause 20—An electronic gaming machine, including: a processor; and adata storage device configured to store at least computer-readableprogram instructions that, when executed by the processor, cause theelectronic gaming machine to carry out the method of one of Clauses15-19.

Clause 21—A computer-readable medium configured to store instructionsthat, when executed by a processor of an electronic gaming machine,cause the electronic gaming machine to carry out the method of one ofClauses 15-19.

Clause 22—An electronic gaming machine, including: means for carryingout the method of one of Clauses 15-19.

V. Conclusion

Example embodiments have been described above. Those skilled in the artwill understand that changes and modifications can be made to thedescribed embodiments without departing from the true scope of thedescribed embodiments as claimed.

This detailed description describes various features and functions ofthe disclosed systems, devices, and methods with reference to theaccompanying figures. In the figures, similar symbols typically identifysimilar components, unless context dictates otherwise. The illustrativeembodiments described in the detailed description, figures, and claimsare not meant to be limiting. Other embodiments can be used, and otherchanges can be made, without departing from the spirit or scope of thesubject matter presented herein. It will be readily understood that theaspects of the present disclosure, as generally described herein, andillustrated in the figures, can be arranged, substituted, combined,separated, and designed in a wide variety of different configurations,all of which are explicitly contemplated herein.

With respect to any or all of the message flow diagrams, scenarios, andflow charts in the figures and as discussed herein, each step, blockand/or communication can represent a processing of information and/or atransmission of information in accordance with example embodiments.Alternative embodiments are included within the scope of these exampleembodiments. In these alternative embodiments, for example, functionsdescribed as steps, blocks, transmissions, communications, requests,responses, and/or messages can be executed out of order from that shownor discussed, including in substantially concurrent or in reverse order,depending on the functionality involved. Further, more or fewer steps,blocks and/or functions can be used with any of the message flowdiagrams, scenarios, and flow charts discussed herein, and these messageflow diagrams, scenarios, and flow charts can be combined with oneanother, in part or in whole.

A step or block that represents a processing of information cancorrespond to circuitry that can be configured to perform the specificlogical functions of a herein-described method or technique.Alternatively or additionally, a step or block that represents aprocessing of information can correspond to a module, a segment, or aportion of program code (including related data). The program code caninclude one or more instructions executable by a processor forimplementing specific logical functions or actions in the method ortechnique. The program code and/or related data can be stored on anytype of computer-readable medium such as a storage device including adisk or hard drive or other storage media.

The computer-readable medium can include non-transitorycomputer-readable media such as computer-readable media that stores datafor short periods of time like register memory, processor cache, and/orrandom access memory (RAM). The computer-readable media can includenon-transitory computer-readable media that stores program code and/ordata for longer periods of time, such as secondary or persistent longterm storage, like read only memory (ROM), optical or magnetic disks,and/or compact-disc read only memory (CD-ROM), for example. Thecomputer-readable media can be any other volatile or non-volatilestorage systems. A computer-readable medium can be considered acomputer-readable storage medium, for example, or a tangible storagedevice.

Software for use in carrying out the herein-described embodiments canalso be in transitory form, for example in the form of signalstransmitted over a network such as the Internet. Moreover, a step orblock that represents one or more information transmissions cancorrespond to information transmissions between software and/or hardwaremodules in the same physical device. However, other informationtransmissions can be between software modules and/or hardware modules indifferent physical devices.

While various aspects and embodiments have been disclosed herein, otheraspects and embodiments will be apparent to those skilled in the art.The various aspects and embodiments disclosed herein are for purposes ofillustration and are not intended to be limiting.

1. A method, comprising: receiving, at a server computing device, one ormore gaming location events, wherein the one or more gaming locationevents are related to one or more electronic gaming machines, whereineach of the one or more electronic gaming machines is configured to playone or more wager games, and wherein at least one gaming location eventof the one or more gaming location events is associated with aparticular wager game of the one or more wager games; determining one ormore player journey actions based on the one or more gaming locationevents using the server computing device, where the one or more playerjourney actions instruct at least one of the one or more electronicgaming machines to perform one or more actions related to the one ormore gaming location events; and sending the one or more player journeyactions using the server computing device.
 2. The method of claim 1,wherein the one or more gaming location events comprise at least one of:an event related to a player of the particular wager game, an eventrelated to a particular gaming location, an event related to aparticular electronic gaming machine, an event related to a trackingaccount, an event related to a wager, an event related to a wageringbalance, an event related to a pay-out, and an event related to agenerated display.
 3. The method of claim 1, wherein the particularwager game is at least one of: a slot machine game, poker, blackjack,baccarat, craps, and roulette.
 4. The method of claim 1, wherein the oneor more player journey actions comprise: a player journey action thatcauses a particular electronic gaming machine of the one or moreelectronic gaming machines to display informational notifications, aplayer journey action that causes a particular electronic gaming machineof the one or more electronic gaming machines to show promotionalmaterials, a player journey action that causes a particular electronicgaming machine of the one or more electronic gaming machines to provideone or more incentives, and a player journey action that causes aparticular electronic gaming machine of the one or more electronicgaming machines to display promotional images, sounds, and/or videos. 5.The method of claim 1, wherein determining the one or more playerjourney actions based on the one or more gaming location eventscomprises: determining whether the one or more gaming location eventsmeets a trigger condition; and after determining that the one or moregaming location events meets the trigger condition, determining one ormore player journey actions associated with the trigger condition. 6.The method of claim 5, wherein the trigger condition is at least one ofa game level trigger condition related to an outcome within theparticular wager game, or a behavioral trigger based on a behavior of aplayer of the particular wager game.
 7. The method of claim 6, whereinthe trigger condition comprises a game level trigger condition, whereinthe one or more player journey actions associated with the game leveltrigger condition comprise a player journey action associated withdisplaying a notification of winning an achievement related to theparticular wager game, and wherein the achievement related to theparticular wager game comprises at least one of: playing the particularwager game for a first time, getting a predetermined number ofconsecutive winning outcomes of the particular wager game, playing apredetermined number of bonus rounds of the particular wager game, andachieving a win that involves one or more pay lines associated with theparticular wager game.
 8. The method of claim 6, wherein the triggercondition comprises a behavioral trigger condition that comprises atleast one of: a condition based on spending a predetermined number ofcredits on the particular wager game, a condition based on spending apredetermined number of credits on one or more particular wager gamesprovided by a multi-game electronic gaming machine, a condition based onpurchasing at least a predetermined number of credits using a particularelectronic gaming machine, a condition based on playing one or morewager games at least a predetermined number of times, a low balancethreshold trigger condition, a bad experience trigger condition, and apositive experience trigger condition.
 9. The method of claim 8, whereinthe bad experience trigger condition is based on at least one of: adetermination that the player has lost more than a predetermined amounton one wager, a determination that the player has lost at least apredetermined amount during a gaming session, and a determination thatthe player has lost at least a predetermined number of consecutivewagers.
 10. The method of claim 8, wherein the positive experiencetrigger condition is based on at least one of: a determination that theplayer has won more than a predetermined amount on one wager, adetermination that the player has won at least a predetermined amountduring a gaming session, and a determination that the player has won atleast a predetermined number of consecutive wagers.
 11. The method ofclaim 1, wherein determining the one or more player journey actionsbased on the one or more gaming location events comprises: determiningwhether a first electronic gaming machine of the one or more electronicgaming machines has not received a wager for at least a predeterminedamount of time based on the one or more gaming location events; andafter determining that the first electronic gaming machine of the one ormore electronic gaming machines has not received a wager for at leastthe predetermined amount of time, determining one or more player journeyactions related to providing an idle gaming machine incentive for thefirst electronic gaming machine.
 12. A server computing device,comprising: a processor; and a data storage device configured to storeat least computer-readable program instructions that, when executed bythe processor, cause the server computing device to carry out functionscomprising: receiving one or more gaming location events, wherein theone or more gaming location events are related to one or more electronicgaming machines, wherein each of the one or more electronic gamingmachines is configured to play one or more wager games, and wherein atleast one gaming location event of the one or more gaming locationevents is associated with a particular wager game of the one or morewager games; determining one or more player journey actions based on theone or more gaming location events, where the one or more player journeyactions instruct at least one of the one or more electronic gamingmachines to perform one or more actions related to the one or moregaming location events; and sending the one or more player journeyactions.
 13. The server computing device of claim 12, wherein the one ormore gaming location events comprise at least one of: an event relatedto a player of the particular wager game, an event related to aparticular gaming location, an event related to a particular electronicgaming machine, an event related to a tracking account, an event relatedto a wager, an event related to a wagering balance, an event related toa pay-out, and an event related to a generated display.
 14. The servercomputing device of claim 12, wherein the particular wager game is atleast one of: a slot machine game, poker, blackjack, baccarat, craps,and roulette.
 15. The server computing device of claim 12, wherein theone or more player journey actions comprise: a player journey actionthat causes a particular electronic gaming machine of the one or moreelectronic gaming machines to display informational notifications, aplayer journey action that causes a particular electronic gaming machineof the one or more electronic gaming machines to show promotionalmaterials, a player journey action that causes a particular electronicgaming machine of the one or more electronic gaming machines to provideone or more incentives, and a player journey action that causes aparticular electronic gaming machine of the one or more electronicgaming machines to display promotional images, sounds, and/or videos.16. A method, comprising: sending, from an electronic gaming machine,one or more gaming location events, wherein the electronic gamingmachine is configured to play one or more wager games, and wherein atleast one gaming location event of the one or more gaming locationevents is associated with a particular wager game of the one or morewager games; after sending the one or more gaming location events,receiving one or more player journey actions at the electronic gamingmachine, wherein the one or more player journey actions instruct theelectronic gaming machine to perform one or more actions that relate tothe one or more gaming location events; and performing the one or moreactions using the electronic gaming machine.
 17. The method of claim 16,wherein the one or more gaming location events comprise at least one of:an event related to a player of the particular wager game, an eventrelated to a particular gaming location, an event related to aparticular electronic gaming machine, an event related to a trackingaccount, an event related to a wager, an event related to a wageringbalance, an event related to a pay-out, and an event related to agenerated display.
 18. The method of claim 16, wherein the particularwager game is at least one of: a slot machine game, poker, blackjack,baccarat, craps, and roulette.
 19. The method of claim 16, wherein theone or more player journey actions comprise: a player journey actionthat causes the electronic gaming machine to display informationalnotifications, a player journey action that causes the electronic gamingmachine to show promotional materials, a player journey action thatcauses the electronic gaming machine to provide one or more incentives,and a player journey action that causes the electronic gaming machine todisplay promotional images, sounds, and/or videos.
 20. The method ofclaim 16, wherein the one or more gaming location events comprise one ormore gaming location events indicating that the electronic gamingmachine has not received a wager for at least a predetermined amount oftime based on the one or more gaming location events; and wherein theone or more player journey actions comprise one or more player journeyactions that cause the electronic gaming machine to provide an idlegaming machine incentive.